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Plus, 2025 predictions for digital advertising

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Jan 15, 2025

CMOs are up against a lot of challenges from all sides. That’s why it’s important to have the numbers to back any big initiatives. Leaders need to think bigger than ever, but they also have to be meticulous in finding and proving value. Today, contributor Gene De Libero breaks down how CMOs can zero in on inefficiencies and find opportunities, armed with the facts.

Also today, digital advertising experts weigh in on what to expect in 2025 around data and AI.

Finally, we’re seeing some interesting data in our 2025 State of Your Stack survey. If you haven’t taken it yet, please take a couple of minutes to do so.

Chris Wood
Editor

Marketing management

Stop defending your marketing budget — start proving its value

Shrinking budgets aren't a crisis but an opportunity to reimagine marketing. See how smart CMOs cut bloat and drive revenue.

Digital advertising

Data, AI and advertising: 2025 predictions

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HubSpot

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Agencies

2024 Conversion Benchmark Report

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Performance marketing

Why full-funnel marketing is key to profitability

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B2B marketing

7 proven strategies for effective B2B customer retention

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Retail

Best practices for web push campaigns

Learn how to create impactful web push campaigns and reach your audience at just the right moment with personalized messages that inspire action.

Search marketing

Google’s search market share falls below 90% for first time since 2015

In a surprising development, Google's global search market share was less than 90% for the final three months of 2024.

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What else we're reading

Good reads and conversations to help good marketers get better.

How Apple’s intelligent Tracking Protection is changing marketing analytics. Imagine a world where television is the medium that holds people’s attention the longest. What happens if TikTok goes away? In one chart, a founder shares how his GTM strategy evolved over 10 years. Let’s bust some martech myths with Real Story Group. Alliance Cultivation is a new approach to networking for marketers.

MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! The 2025 MarTech Intelligence Report on Marketing Automation Platforms is here. Get an overview of the MAP market and profiles of 14 vendors. Take a few minutes to answer the 2025 State of Your Stack Survey. Share with the community where your martech is headed in the next 18 to 24 months.

What they're saying

“Even when a single tactic starts strong, it’s difficult to sustain that level of growth without other components to support it. A blend of organic, paid and grassroots efforts can yield better results from all channels.” Tav Laskauskas in Why full-funnel marketing is key to profitability. “Bloated marketing budgets often mask mediocrity.” Gene De Libero in Stop defending your marketing budget — start proving its value.